Optimize your website: Paid advertising
Posted on : 06-10-2010 | By : Shannon Otto | In : marketing, resources, technology
Tags: downloads, MemberClicks, paid advertising, pay per click, seo, seo 101
0
This is part five in a series about search engine analytics and website performance by MemberClicks Creative Director Adam Kearney. Measuring and learning from your analytics is vital to getting the most from your organization’s web presence. See part 1, part 2, part 3 and part 4.
Even with a website that is optimized for search engines, attracting the traffic you want can be a difficult task. Perhaps the keywords that people would use to find your site are too general or there are too many other sites that use similar keywords, thus preventing you from reaching the first page of search results. Or maybe you don’t want to rely on the ever-changing nature of internet search algorithms to be your only source of traffic.
Whatever your reason is for using it, paid search advertising provides a reliable avenue for increasing traffic to your website. In this document, we’ll discuss the most common form of paid search advertising: PPC, or pay-per-click advertising.
Pay-per-click advertising is a form of advertising where advertisers only pay when someone clicks on their ad. This is in contrast to more traditional advertising models where an advertiser would pay simply to have an ad displayed. Sites that display PPC ads — generally search engines and their affiliates — will display an ad associated with a specific keyword or group of keywords. PPC advertising works much like search engine optimization in that the advertiser needs to know what keywords people will use to search for them. If a user enters the keyword or words associated with an ad, that ad will be returned with their search results.
For more information about paid advertising, click here to download the full PDF. Feel free to use it and share it with others!
